360º Marketing Data Platform

ClientPayfacto

IndustryPayment Solutions

CountryCanada

This project delivered a cutting-edge data infrastructure and visualization portal for Payfacto, transforming their disparate marketing data into a centralized, actionable asset. We developed a solution that unified over 10 diverse data sources and more than 30 accounts, including major platforms like Google Analytics, Facebook Ads, LinkedIn, and Zoho. This robust foundation now enables Payfacto to gain a holistic view of their marketing performance, moving beyond siloed information to data-driven decision-making.

The portal features intuitive dashboards for Paid Social, Social Media, and Website performance, alongside a comprehensive Executive Dashboard. These visualizations track key performance indicators (KPIs) in real-time, offering deep dives into campaign effectiveness, audience engagement, and website traffic. By standardizing data, automating processing, and providing a single source of truth, this solution empowers Payfacto to optimize marketing strategies, identify growth opportunities, and measure ROI with unprecedented clarity.

Before

Difficulty in tracking real-time campaign performance and understanding ROI.
Over 10 marketing data sources were siloed, making holistic analysis nearly impossible.
Tedious and error-prone manual data extraction and transformation processes.

Key improvements

Centralized data integration into a unified data warehouse, allowing for cross-platform analysis.
Development of interactive dashboards with real-time KPI tracking and detailed campaign performance views.
Automated data extraction, loading, and transformation pipelines using BigQuery's scheduler, ensuring daily updates.

How we did it

Data Integration

We integrated a multitude of marketing data sources, including social media platforms, analytics tools, and CRM systems, into a centralized data warehouse.

Data Modeling

We modeled, automated and organized it into curated datasets for analysis—cleansing and unifying web sessions, standardizing campaign metrics and performance insights.

Marketing Data Portal

This phase brought the data to life through the development of a dedicated marketing data portal, providing a central access point for all dashboards. The initial versions of dashboards for Paid Social, Social Media, and Website performance were created.

Executive Dashboard

The final stage involved the development of a comprehensive Executive Dashboard, offering a high-level overview of marketing sector performance, ROI, revenue, and conversion rates. This included a "Campaign Performance" tab for in-depth analysis of individual campaigns against planned outcomes.

Technologies

FivetranBigQuerySupersetPython